Actual problems of innovative economy and law

Journal "Actual problems of innovative economy and law" is included in category B for specialties: in the field of knowledge "Management and administration": 073, 076 (order of the Ministry of Education and Science of Ukraine dated 23.08.2023 No. 1035) and 071, 072, 075 (order of the Ministry of Education and Science of Ukraine dated 12.20.2023 No. 1543); in the field of knowledge "Social and behavioral sciences" 051 (order of the Ministry of Education and Science of Ukraine dated August 23, 2023 No. 1035); in the field of knowledge "Law" - 081 and "Public management and administration" - 281 (order of the Ministry of Education and Science of Ukraine dated 12.20.2023 No. 1543).
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Marketing of medical services in the era of digitalization

# 8 41-45 Download/view the full text of the article

УДК: 3339.138

DOI: https://doi.org/10.36887/2524-0455-2024-6-8

Zhukovska Alina Yuriivna,
Doctor of Science in Economics, Associate Professor, Professor of the Department of Management, Public Administration and Personnel,
West Ukrainian National University,
https://orcid.org/0000-0003-0891-1952

The digitalization of the healthcare sector highlights the necessity for modern medical institutions to integrate digital technologies into all aspects of their operations, including marketing. Digital marketing technologies in the medical services market encompass a range of advanced online tools, digital platforms, and networks used by healthcare providers to promote medical services in the digital environment, attract new patients, ensure patient loyalty, and build and manage the brand of a medical institution. Implementing these technologies in healthcare facilities improves overall operational efficiency, enhances the quality and accessibility of medical services, facilitates patient acquisition, and strengthens retention strategies. This article aims to examine the variety of existing digital marketing technologies in the medical services market, highlight their advantages and potential risks, and propose an algorithm for their integration into the operations of healthcare institutions. The study utilizes materials from monographs and scientific articles by domestic researchers and analytical methods such as analysis, synthesis, induction, deduction, generalization, comparison, and systematization. The article analyzes the impact of digitalization on the medical services market’s marketing system. It explores the specific use of digital marketing technologies in public and private medical institutions, identifying key differences related to sources and volumes of marketing funding, objectives and strategies, the use of digital platforms and technologies, the implementation of reputation management strategies, and the handling of patient reviews. Additionally, the study identifies the most widely used and effective digital marketing technologies for healthcare institutions, including SEO (Search Engine Optimization), SMM (Social Media Marketing), SERM (Search Engine Reputation Management), content marketing, contextual and targeted advertising, telemarketing, video marketing, email and SMS marketing, Big Data, mobile applications, and chatbots. The article also presents a five-stage algorithm for implementing digital marketing tools in healthcare institutions.

Keywords: healthcare system, medical services, medical services market, marketing activities, marketing, digital marketing, content marketing, reputation marketing.

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The article was received 22.11.2024

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Zhukovska Alina Yuriivna. 22.11.2024. Marketing of medical services in the era of digitalization. The journal "Actual problems of innovative economy and law". 2024 / #6. 41-45pp. https://doi.org/10.36887/2524-0455-2024-6-8

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Zhukovska Alina Yuriivna. "Marketing of medical services in the era of digitalization". The journal "Actual problems of innovative economy and law". 22.11.2024. https://doi.org/10.36887/2524-0455-2024-6-8

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